SITUATION
Declining propensity levels among Gen Z limiting the total prospect pool for the Army.

PROBLEM
Prospects are mostly unaware of the Army Reserve and its distinction from other ways to serve, often perceived as a mere stand-by force, one that exists to support active duty. However, the Reserve is the operational force with the most capable, talented, and educated soldiers in the Army.

INSIGHT
The Reserve benefits are squarely centered around youth’s rational and emotional needs, but it’s seen that way.

STRATEGY
Advance your capabilities with the Reserve.
The Army Reserve is for those who seize every opportunity to advance their skills, grow their expertise, and provide greater impact.
For whom, every day is a chance to better themselves.

CAMPAIGN
It’s Your Time.

PERFORMANCE
Achieved 4k marketing attributable contracts in 2024, +200 over objective.
Strong campaign recognition (28%), among the highest in the Army’s campaign ecosystem.

COVERAGE
PR Newswire